Standing for attention: minor parties in the spotlight

Of the 5.5 m spent between 22 May (when the election was called) and 28 June (the latest data available), 905,968 was spent by smaller parties.

The Green Party outspent the Lib Dems in the period before election spending limits came into play ( 22-30 May) For the Greens , Lib Dems and SNP , the main party pages are by far the largest spenders, dwarfing any candidate or party leader.

Reform UK has spent 370,710 despite entering the campaign late and only beginning to ratchet up Meta spending since 16th June .

The Greens are the only party whose Meta ads are typically seen by more women than men.

For every 1 spent on Reform ’s main Meta ad page, almost 3 has been spent on Farage 's profile.

Reform is likely to continue spending big in the final few days of the election.

SNP - policy-heavy, light on reach - has been outspent many times over by smaller competitors.

While we still expect the Conservatives to go for a blanketing of ads in the final 48 hours , the SNP ’s limited resources have forced it away from serious targeting and promoting local candidates, instead favouring a broad national message. The final verdict will be delivered later this week , but reading the runes of the online campaign makes it clear who the winners and losers are likely to be..